NEW YORK--(BUSINESS WIRE)-- Crumbs Bake Shop, Inc. (Nasdaq: CRMB) today announces its partnership with NBC Sports Group and the NHL to create a unique campaign to promote the start of the 2013 Stanley Cup Playoffs on NBC Sports.

As part of NBC Sports Group’s “Because It’s The Cup” marketing campaign, Crumbs has designed and created a limited edition of custom sets of “Stanley Cup(cakes) that will be delivered to local sports radio stations, to affiliate and RSN television networks, and to media and key business partners.

Additionally, Crumbs will be selling, in each of its 69 retail locations throughout the country, Stanley Cup(cakes) designed with either the Stanley Cup or team specific logos. In a collaborative effort, NBC Sports Network, the NHL and Crumbs Bake Shop will co-brand a mobile vehicle touring key playoff cities distributing the specialty “iced” cupcakes.

“We are excited to partner with Crumbs Bake Shop on this unique element of our “Because It’s The Cup” Stanley Cup Playoffs campaign with the NHL” said John Miller, Chief Marketing Officer, NBC Sports Group. “Working with Crumbs on this promotion is important to our overall efforts to connect with fans in fun and unique ways.”

Julian R. Geiger, President and CEO of Crumbs Bake Shop, said “We are thrilled to partner with NBC Sports Group and the NHL on this exciting opportunity. Priding ourselves on our creativity, exclusivity, and design expertise, this chance to innovate while celebrating the Stanley Cup Playoffs is as exciting as scoring a shorthanded goal for us.”

ABOUT CRUMBS BAKE SHOP

The first Crumbs Bake Shop opened in March 2003 on the Upper West Side of Manhattan and is well known for its innovative and oversized gourmet cupcakes. The Company currently has 69 locations in 13 states and the District of Columbia, including 17 stores in super regional malls.

NBC Olympics, with more than 90 Emmy Awards for its coverage, is renowned for its unsurpassed award-winning production. NBC owns the rights to the Olympics through the 2020 Summer Games, at which point NBCUniversal will have presented 11 consecutive and 17 total Olympic Games, the most for a U.S. media company in both categories. NBC Sports Network is distributed via cable systems and satellite operators throughout the United States to more than 80 million homes. The Golf Channel, which is available in more than 120 million homes worldwide and 84 million in the U.S., televises more than 150 tournaments each year, representing more than 3,300 hours of tournament coverage. NBC Sports Digital properties include NBCSports.com, the NBC Sports Live Extra app, NBCOlympics.com, GolfChannel.com, Rotoworld.com, the complete collection of NBC Sports Regional Network websites as well as a partnership with Yahoo! Sports, which makes it the most trafficked sports destination on the web. Delivering more than 2,400 sporting events annually, along with breaking news and comprehensive analysis, the 11 NBC Sports Regional Networks reach more than 50 million cable and satellite homes.

ABOUT THE NATIONAL HOCKEY LEAGUE

The National Hockey League (NHL) is an unincorporated not-for-profit association which operates a major professional ice hockey league of 30 franchised member clubs, of which seven are currently located in Canada and 23 in the United States. Headquartered in New York City, the NHL is widely considered to be the premier professional ice hockey league in the world, and one of the major professional sports leagues in the United States and Canada. The Stanley Cup, the oldest professional sports trophy in North America, is awarded annually to the league playoff champion at the end of each season.

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